Pinta is a full-service agency, employing cultural interpreters, research-based strategies and imaginative ideas to practice the art of cross-cultural marketing.

OUR STORY

With offices in Miami, New York and Los Angeles, Pinta is a full-service agency reinventing the art of cross-cultural marketing. We will help you reach general market consumers in diverse communities, first-generation Hispanics nationwide, and U.S.-born, English-dominant and fully-acculturated Latinos.

Our Origin Story began 20 years ago as JeffreyGroup, a communications firm that thrives with a singular focus on Latin America. As we diversified into the U.S., we launched Pinta to combine decades of success, a storytelling and communications DNA, and a new team of creative talent. Give us a challenge and we will devise an artistic approach to reach a tangible business solution.

OUR PRINCIPLES

When you think outside the lines, you need a set of values to keep you pointed in the right direction. Ours are simple:

We are Bold – Let's do something different and focus on groundbreaking work. We are not afraid of risk and never hinder the best ideas from bubbling to the top, regardless of where they come from.

We Cut the Clutter – We have two simple goals: producing great work, and helping achieve our clients' tangible goals. Somewhere along the way, these basic tenets got lost in our industry. Come visit any of our offices and you'll see that we are not about fancy waterfalls or award trophies. We focus on what matters most.

We Constantly Re-Invent – Today's world is moving a mile a minute. We stay connected, spot trends before they happen, adopt the latest technologies and never rest on our laurels. Pinta adapts and evolves at the speed of the marketplace.

We Respect Our Clients and Ourselves – Respect is the undercurrent for everything we do at Pinta. We respect our team and the unique contributions they bring to the table, we respect our clients and their priorities during the creative process and we respect the work itself.

We are Cultural Artists – That's why we are looking for singular talent. Each one of our employees, from a copywriter to the Controller, embodies two basic qualities: a multicultural background that informs a unique view on life and an artistic heart that brings creative flair to everyday tasks.

Mike Valdés-FauliPresident and CEO

An award-winning marketer who has lived in five cities, Mike has counseled a wide array of the world's largest companies and best-known brands. Previously, he worked in executive positions at Conexión, Universal Pictures and Fleishman-Hillard. Mike is a two-time Co-Chair of Hispanicize, judge at the CLIO awards and sits on the Boards of BBVA Compass and Miami Marine Stadium. He is an accomplished writer who has been featured in the Wall Street Journal, CNN, Ad Age, AdWeek, PR Week, The Miami Herald, Miami Today and The New Times.

Our team is 100% bilingual, coming from diverse countries and cultural backgrounds. We are on the cutting-edge of the latest technological, business, political and entertainment trends.

Alex BarrerasCreative Director

Alex counts on more than 20 years of advertising experience, reflected in his highly-creative work for major brands including Verizon, Dunkin' Donuts, Chili's, Toys"R"Us, Iberostar, CVS/pharmacy, Royal Caribbean, MetLife, Holiday Inn, Sprint PCS and Avis. Previously, Alex worked as Creative Director at VSBrooks, founded the Hispanic Market practice of Hill Holliday and was Creative Director of Creatability. Alex graduated Summa Cum Laude from Havana's Institute of Design and later from the Miami Ad School.

Joe GutierrezManaging Director, NYC

Joe Gutierrez has spent the last 15 years helping Fortune 500 brands find and refine their voice. He is a seasoned, channel-agnostic marketer with a proven track record of delivering communications solutions that incorporate the right mix of advertising, events, digital and multicultural marketing.
Joe has led the development of general market and U.S. Hispanic advertising campaigns for companies including Verizon, DIRECTV, Procter & Gamble, Cadbury, Diageo, Kraft, Nestlé, Johnson & Johnson, GlaxoSmithKline and Citibank.

Pinta Leadership Team

Mike Valdés-FauliPresident and CEO

Alex BarrerasCreative Director

Joe GutierrezManaging Director Head of Strategic Planning

Lauren CortiñasManaging Director

Lauren CortiñasManaging Director, MIA

Lauren's role at Pinta includes facilitating and coordinating the overall strategy of our communications efforts. Previously, she worked in a variety of fields with a focus on non-profit management, PR and education. She graduated from Florida International University with a master's degree in public administration and a certificate in HR management in 2009, and holds a bachelor's degree in communications and Hispanic Studies from Boston College.

Powerade

Mexican Soccer Star Headlines Powerade Latino Campaign

Challenge:
Launch Powerade's first Hispanic online campaign.

Solutions:
Pinta developed a full suite of digital resources including a social media online newsroom, a Webfluentials® network activation through outreach and influencer targeting, design of creative and the production of sports-related videos that went viral on all major social networks.

Results:
The Powerade Latino newsroom is the top search result for "sports drink" and "Latino" on Google, Yahoo and Bing, with 56 online articles or blog postings observed as a direct result of outreach. 200 bloggers or groups were personally contacted, leading to 195 mentions that included the Powerade Latino campaign

Pfizer

"Vale la Pena" International Advertising Campaign

Challenge:
Latin Americans do not accept vaccines as a valuable preventative health tool for adults. Faced with this situation, Pinta and Pfizer set out to educate doctors, at-risk adults over age 50 and their grown children about the life-saving benefits of adult vaccination against pneumococcal diseases (such as pneumonia) by creating the Vale La Pena campaign.

Solutions:
Pinta created the campaign name and logo, printed educational materials, constructed a compelling infographic and designed a website in three languages. Three educational videos were produced for online and TV distribution that ultimately ran as 30-second spots in 12 countries.

Results:
The result was an integrated above- and below-the-line campaign that reached millions of people in one of the most at-risk areas in the world for vaccine-preventable diseases.

Johnnie Walker

My Label is Black, Hispanic CSR Program

Challenge:
The Johnnie Walker whisky brand projects an aspirational image that inspires men to Keep Walking. This message is critical for many audiences, but none more so than a U.S. Hispanic consumer on whom the economy had taken its toll in 2010.

Solutions:
To address these challenges, the brand created My Label is Black, a Hispanic-focused CSR program to unleash the potential of Hispanic men nationwide with inspiration messages from popular Hispanic athletes and celebrities, partnerships with leading charities, a public service announcement and a Twitter donation campaign using #MyLabelisBlack.

Results:
The My Label is Black campaign stayed true to the brand's image, drew positive media attention and fulfilled our client's desire to truly give back to and support its loyal customers.

Our inclusion of popular Hispanic entertainment icons as spokespeople resulted in 182 million media impressions of our campaign's key messages from the New York campaign launch event alone.

T-Mobile

Helping T-Mobile connect through digital, celeb outreach and community partnerships

Challenge:
Position T-Mobile as the wireless provider of choice for U.S. Hispanics, with a number service offerings, partnerships and community events positioned for Hispanic consumers.

Solutions:
Through its Un-carrier strategies—which have included Univision Mobile, a partnership with Shakira and free data and texting to 120+ countries—T-Mobile addresses cultural relevancies unique to the Hispanic community.

Pinta has supported the company’s U.S. Hispanic marketing and communications efforts since 2008. Our team executed a campaign based on relationships with online media and influencers, celebrity seeding and ultimately drawing traffic to the T-Mobile website and retail locations.

Results:
With a mix of music concerts, events, highly specialized media relations efforts and digital marketing, Pinta secured over 1,300 coverage opportunities, resulting in tens of millions of impressions among the key demographic of tech-savvy Hispanic consumers.

Western Union

Restoring Trust to a Trusted Brand

Challenge:
When confronted with reputation issues in communities across the United States, Western Union engaged Pinta to conduct a robust marketing campaign.

Solutions:
Our efforts included audits among opinion leaders, a grassroots effort with consumer street teams, engaging community influencers, nationwide press outreach and ultimately regaining market share and enhanced reputation in key markets for the company. The "trust campaign" also included a national television campaign featuring real customers and real Western Union agents discussing the reasons why consumers could trust the company.

Results:
This engagement evolved into an ongoing national marketing and community outreach campaign that resulted in new friendships, renewed partnerships and improved reputation for Western Union.

Jose Cuervo

Mixing Sport and Scholarships for Cause Marketing

Challenge:
Jose Cuervo engaged Pinta to create a communications platform for a three-year marketing campaign, using soccer as a vehicle to promote social responsibility to consumers of Mexican origin living in the United States.

Solutions:
Pinta launched a partnership with the Institute for Mexicans Abroad (IME), a non-profit organization that works closely with Mexican Consulates and Mexican Hometown Associations across the United States to sponsor its scholarship program. We also executed a series of activations across the country in the top 15 Hispanic markets.

Results:
The program was so successful, it is now a model for Diageo's corporate philanthropy and minority giving initiatives.

Florida Blue

Solutions:
In light of Hispanics’ weaning approval of health care reform, Pinta was tapped to go beyond translation by connecting with this important demographic through a number of digital marketing efforts, innovative events, social media campaigns and sponsorships.

Results:
In a span of less than one year, Pinta overhauled the Florida Blue Spanish-language Facebook page to engage 18,000 unique users, developed a custom app and recipe sweepstakes to foster engagement through Hispanic cuisine, hosted a summit with our proprietary Webfluentials® database that provided social media exposure of over 1 million impressions in just one day, and managed a sponsorship at Hispanicize to provide social media training to over 50 Hispanic-serving nonprofit organizations.